Amazon Studios’ Glenn Gainor Champions Human Intelligence Over AI in Film Industry
In a rapidly evolving entertainment landscape, Amazon Studios’ Glenn Gainor is making a compelling case for the enduring power of human intelligence over artificial intelligence. As the Head of Physical Production for Amazon Original Movies, Gainor is at the forefront of navigating the challenges and opportunities presented by technological advancements in the film industry. Speaking at Focus, a prominent event in London dedicated to film and TV production and locations, Gainor emphasized the importance of embracing change during what he described as “an incredible inflection point.”
Gainor’s insights come at a time when the industry is grappling with significant shifts. “We are in an incredible inflection point as an industry, as a community and as storytellers,” he stated. This period of transformation is marked by a global effort to protect existing jobs while acknowledging the inevitable changes on the horizon. Gainor referenced the labor strikes in the United States, highlighting the tough negotiations that took place as a result of fears surrounding artificial intelligence and its impact on the workforce.
Despite these concerns, Gainor remains optimistic about the role of human creativity in the industry. “The good news is that we have copyright laws to protect us. We have legislation that protects us. If we’re going to create content, whether it’s through art, direction, or writing, a human has to do it for it to be something that can stand up to copyright,” he explained. Gainor firmly believes that “H.I.,” or human intelligence, holds more power than AI, underscoring the irreplaceable value of human creativity and intuition in storytelling.
Adapting to Change in a Dynamic Industry
During his engaging talk, Gainor delved into his experiences as both a producer and an executive, sharing valuable insights on adapting to the fast-paced changes in the industry. He drew parallels between the film industry and other long-standing companies in the United States, such as General Motors and Ford, as well as Warner Brothers and Paramount. “There are very few companies in general in the United States that are 100 years old,” he noted. “They exist because they change. They’re not stagnant. They have to change.”
Addressing a crowd of independent producers, Gainor, known for his work on films like Red One, Nickel Boys, and The Idea of You, offered practical advice on thriving in today’s business environment. One key piece of advice was to ensure there is a market for your movie. “All of us as filmmakers, we want to push our stories onto people. And, you know, the greatest products on this planet have all been pulled in. So, test it. Test it to see if somebody else is pulling [your story] in, because as an independent filmmaker, you’re raising the funds, so make sure that there’s a marketplace, that there’s a need for it.”
Key Takeaways for Filmmakers
- Embrace change and adapt to the evolving industry landscape.
- Leverage human intelligence and creativity as a competitive advantage over AI.
- Ensure there is a market demand for your film before investing resources.
- Test your story to gauge audience interest and potential success.
Gainor’s perspective is a reminder of the resilience and adaptability required to succeed in the film industry. As technology continues to advance, the ability to harness human creativity and intuition will remain a crucial differentiator. By embracing change and focusing on the unique strengths of human intelligence, filmmakers can navigate the challenges of the modern entertainment landscape and continue to tell compelling stories that resonate with audiences worldwide.
Originally Written by: Stewart Clarke
